The Significance of Upper-Funnel Marketing in Hospitality: A White Paper
The Hospitality Sales & Marketing Association International (HSMAI) and Curacity have collaborated to present a comprehensive white paper shedding light on the relevance of upper-funnel marketing in the realm of hospitality. Titled “From Last-Click to First Look: A Commercial Strategy Makeover Story for Upper Funnel Marketing,” this white paper signifies a pivotal departure from traditional approaches towards brand awareness, offering a roadmap for sustained growth and profitability.
Historically fixated on last-click attribution, the hospitality industry is now awakening to the pivotal role of upper-funnel marketing strategies in elevating brand awareness and engaging customers effectively. Drawing from insightful discussions with HSMAI members and poignant Curacity case studies, the white paper delves into the significance of capturing the attention of customers right from the inception of their travel aspirations. It highlights the avenues for commercial strategy professionals to translate these efforts into enhanced bookings and revenue.
Emphasizing the imperative nature of staying ahead in technology and the necessity for a cohesive commercial strategy, HSMAI pledges its unwavering support to members in navigating these advancements. By harnessing innovative tools like those provided by Curacity, guest acquisition can be amplified, and marketing strategies optimized. (Juli Jones, senior vice president at HSMAI)
Driven by a relentless dedication to aiding hotels in unlocking fresh revenue streams through upper-funnel marketing, the collaboration with HSMAI is a reason for celebration. It shines a light on actionable ways hoteliers can achieve measurable results and flourish in an increasingly cutthroat industry environment. As the traditional barriers between revenue management and marketing are being torn down, this partnership echoes the industry’s long-delayed convergence through the transformation of HSMAI’s ROC and Marketing Strategy conferences into a singular Commercial Strategy Conference. (Nick Slavin, CEO and co-founder of Curacity)
The evolution of the hospitality sector in an era dominated by digital platforms necessitates the integration of upper-funnel marketing into a holistic commercial strategy as a matter of urgency. The insights shared in this white paper not only pave the way for industry professionals to bridge the gap between brand-building endeavors and tangible sales outcomes but also enable them to fortify their competitive positioning in a densely-packed market. As vanguards of the discourse, HSMAI and Curacity present this white paper as an indispensable tool for those seeking innovation and sustained success in the hospitality landscape.
To access the complete research paper, click here. For further information on HSMAI and its endeavors, please visit americas.hsmai.org.
The Innovators: Curacity
Curacity emerges as a potent marketing platform tailored for hospitality brands. Fueled by its distinctive attribution technology, Curacity serves as a catalyst for generating fresh demand and driving incremental revenue for hotels, resorts, and cruise liners. The platform uniquely harnesses earned media content disseminated across an extensive network of media brands encompassing AFAR, Condé Nast Traveler, Food & Wine, Forbes, and Travel + Leisure. Launched in 2015, Curacity boasts headquarters in New York and Stamford, CT, having secured a position among the top 20 entities in the realm of travel and hospitality on the esteemed Inc. 5000 list. Notably recognized as Digiday’s Best Content Marketing Platform of 2024, Curacity invites you to explore further at curacity.com.
The Visionaries: HSMAI
Embarking on a mission dedicated to enhancing business prospects for hotels and their collaborators, the Hospitality Sales & Marketing Association International (HSMAI) stands as the industry’s foremost proponent for intelligent, sustainable hotel revenue growth. By imparting hotel professionals and their partners with a repertoire of tools, insights, and expertise, HSMAI fuels sales, ignites marketing endeavors, and maximizes revenue potential through esteemed programs such as the Marketing Strategy Conference, Adrian Awards, Sales Leader Forum, and HSMAI ROC. With a rich legacy dating back to 1927, HSMAI serves as a membership organization boasting a global reach of over 5,000 members across 40 chapters in the Americas Region. Connect with HSMAI at hsmai.org.
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